Key indicators system for assessing the effectiveness of marketing efforts in e-commerce
Journal Title: Маркетинг і цифрові технології - Year 2019, Vol 3, Issue 2
Abstract
The aim of the article. The peculiarity of the modern stage of the national economy development is the promising domination of information and communication technologies. To support the existing and development of new competitive advantages in the field of e-commerce, business entities should systematically evaluate their activities effectiveness, taking into account e-commerce business-processes. The paper purpose is to identify and constructively elaborate the issues of the key indicators system formation for assessing the effectiveness of marketing activities in e-commerce, taking into account the specifics of trade area processes. The results of the analyzes. The article deals with the theoretical and methodical principles of key indicators system formation for assessing the effectiveness of e-commerce. It is substantiated that in order to maintain existing and develop new competitive advantages in the sphere of e-commerce, business entities should systematically evaluate their activities efficiency, taking into account business-specific e-commerce business. The main metafactors under the influence of which electronic commerce evolves are characterized. In the paper developed the model of decision making by the consumer about the purchase of goods on the Internet and described the main stages of it. Implementation of this model creates the opportunity to receive direct signals about the behavior of clients, to conduct research on those problematic aspects that need to be addressed. The main types of consumers on the Internet (individual consumers, families or households, intermediaries and suppliers) were investigated. In order to optimize the sales process and increase the efficiency of e-commerce, the key aspects that should be taken into account when substantiating managerial decisions (attention → interest → desire → action) are determined based on e-commerce-specific evaluation indicators: traffic, microconversion, macroconversion, sales lead, marketing lead, etc. The methodical principles of their calculation are considered. It is substantiated the processes, which are specific for e-commerce, which are connected with sale and purchase agreements. The main stages of evaluating the effectiveness of e-commerce and increasing the conversion of the site at different stages of the sales funnel are described. This approach allows to optimize such result indicators as income and profit. Conclusions and directions for further research. The scientific novelty of the research results is to improve of key the indicators system for assessing the effectiveness of marketing efforts in e-commerce, which, unlike existing ones, takes into account the specifics of e-commerce by synthetic indicators (which are not related to business objectives, but indirectly affect the effectiveness of e-commerce), and business indicators (which characterize the economic results of e-commerce), the complexity and logical linkage of indicators which gives a possibility to comprehensively evaluate the efficiency of e-commerce, predict and evaluate the effects of various types of marketing efforts. This creates the opportunity to reasonably determine the list of priority strategic decisions regarding marketing measures for optimizing sales volumes in e-commerce. The practical significance is the possibility of a well-founded determination of the new competitive advantages preservation and formation in the context of the progressive e-commerce innovation development taking into account the requirements of the consumer and the target strategic guidelines for the e-commerce development. Promising in this direction is the development of methodical tools for choosing the best strategies for developing e-commerce.
Authors and Affiliations
Larysa Frolova, Tetyana Nosova
Keywords
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- EP ID EP593952
- DOI 10.15276/mdt.3.2.2019.6
- Views 142
- Downloads 0
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